Stimulus Bill Sets Aside $150M for Marketing Census 2010

Calls for Outlay to Expand Communications Toward Minority Groups

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WASHINGTON (AdAge.com) -- The House Committee on Appropriations today unveiled its version of President-elect Barack Obama's stimulus plan, and tucked into the $550 billion package was $1 billion for the U.S. Census Bureau, of which $150 million will go toward marketing.

How much of the $1 billion will be in the final version of the stimulus plan won't be known until the bill passes through Congress. But the bill's wording calls for the $150 million to be spent on "expanded communications and outreach programs to minimize undercounting of minority groups."

Interpublic Group of Cos.' DraftFCB, New York, is the main agency for the 2010 Census. the agency's overarching marketing theme is "It's in our hands." The money, however, might most benefit the agency's multicultural subcontractors.

They include DraftFCB, Puerto Rico; GlobalHue, New York; A to Sí, New York; IW Group, San Francisco; G&G, Albuquerque, N.M., and Billings, Mont.; Allied Media, Alexandria, Va.; Weber Shandwick, Minneapolis; Jack Morton, New York; Booz Allen Hamilton, Washington; the Marcom Group, Fairfax, Va.; and Zona Design, New York.

Initiative Media, also part of Interpublic, will buy media.

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